Connoisseur: Choose Your Weapons
Golf’s equipment market is a multibillion-dollar monster, balancing luxury, tradition and innovation.
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Spend enough time playing golf, and you’ll find yourself staring at certain pieces of equipment in the same way petrolheads do a particularly beautiful car. The aggressive, aerodynamic lines of the year’s newest, longest driver evoke that of modern-day supercars. The game’s traditionalists are more likely to be drawn towards the elegant milling on the face of a Scotty Cameron putter, or the purity embodied by a set of Mizuno’s forged irons.
Equipment, for this reason, takes up a disproportionate amount of space in the psyche of both amateur players and enthusiasts of the pro game. Some golfers have come to be defined by particular tools of the trade—think Phil Mickelson’s wedge play, Rory Mcllroy’s fearsome driver game or the deftness with which Jordan Spieth wields a putter. Some pieces of equipment themselves have taken up an outsized place in the sport’s wider folklore—fans debate to this day whether Tiger Woods’ irons, while stamped with the logos of Nike and Titleist for public view, were actually forged in secret by Japanese company Miura (for the record, it’s more likely they weren’t).
This, of course, is all marketing gold for the equipment giants, who make billions a year selling everyday hackers on the dream that a new club will be all it takes to unlock the tour pro within. Reviews on YouTube rack up millions of views every year, with golf’s younger breed of players just as keen to see what influencers think of TaylorMade’s latest driver as they do Rory’s chances of finally winning another major.
With this fresh influx of players more minded towards style over substance, manufacturers have adopted an aesthetic shift informed by the sport’s growing fondness for the world of fashion. TaylorMade made headlines earlier in the year, collaborating with Kith on a collaborative capsule of clubs. Malbon Golf has recently pivoted towards producing its own balls and clubs to appeal to fashion-conscious players, while brands like VESSEL and Jones Golf have embraced high-end craftsmanship to turn the humble golf bag into a new symbol of luxury.
At the same time, the powers that be in golf have started to push back against companies that seem determined to push the natural limit of what can be achieved with the simple combination of a club and a ball. With the average profile, strength and athleticism of tour pros having grown exponentially since Tiger came onto the scene, golf’s governing bodies responded with a wave of club-related edicts aimed at restricting distance and giving a natural advantage back to the course. Even today, a debate is swirling around the proposed introduction of a ball roll back, curbing further the ability of big-hitting pros to simply overpower courses with brute force.
Still, it seems to be no issue for the manufacturers, who continue to spend untold amounts on R&D and marketing in a push to claim their drivers are longer, their irons more forgiving, and their putters more accurate than any other. Prices imposed on everyday golfers have soared as a result, with many drivers and iron sets now costing double what they did a decade ago. Certain examples have become bona fide status symbols as a result.
Thus, the enduring sense of mystique and desirability around equipment isn’t going away any time soon. The woods, as legendary coach Harvey Penick once opined, are full of long drivers. But that won’t stop you from thinking you’re just one upgrade away from the best round of your life. That’s part of the fun.
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